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Mobile & Media ConvergenceMobile marketing forum 201030 April 2010
Carole Lamarque
Business Unit Manager • Mobile
http://be.linkedin.com/in/carolelamarque
http://twitter.com/caroberry
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Caroberry• Bio Media & Mobile convergence• Runner & Music fan• Member of the General Assembly of AB Concerts• Mobile Business Unit Manager SanomaMagazine• Founder m.Humo.be
"Carole Lamarque is Solvay HEC Master Marketer with over 15 years experience in Consumer Marketing,
having started at Belgian Shell in 1994 in BtoB Sales & Marketing, and moving to Belgacom in 1999. As
Belgacom‟s Senior Marketing Strategy Manager, Carole was responsible strategic implementation Customer
Centric focused programs, after launching several innovation as Phonemail, free Internet called
Belgacom.net, creating the Winback activities and joining the Fixed/Mobile convergence. In 2007 she went
for Mobile & Media convergence by taking a new challenge at Sanoma Magazines Belgium as Business
Unit Manager Mobile, and founded the Proximus partnership and HUMO on mobile internet. ° The Vlerick
Business School, Master in Innovation & Entrepreneurship broadened her marketing know how, with the
ability for innovation & change management within large organizations."
WHOMedia Madam in love with Technology
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The end & future of advertisingWHAT
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
WHATAgenda
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SMS
Mobile bannering
Mobile search
Mobile video
Couponing
Augmentedreality
QR-codes
iPhonebranded
apps
Mobile games
LocationBased
Services
WHAT
6Mobile Messaging Futures 2009-2013
SMSSMS Number 1 communication worldwide
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Business Models° Advertising sponsored° Pricing Customer : Free° Launched 15.02.2010
Business Model
Mobile bannering
Flair “Love Wheel”
Concept° The real Love Wheel was
published in print as well° Spin the Wheel° Get Romantic or Spicy
suggestions for your loved1° Post them on Facebook or Twitter
Concept
Spin Love Wheel • Share Love on Facebook •Or just Play again
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Advertisingvia Pre-roll
Mobile bannering
Attracted several advertisers in 2009
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• Still a niche behaviour
• + $20 bln in revenue by 2015
• Use Add advertisements or POI attributes to underlying map data (TomTom, TeleAtlas, …)
Forrester study (19/10/20009): Gen Y points mobile future for local search
Mobile searchGoogle dominates both PC and mobile search market
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• Growth of 52% in Q1 2009 <> 2008
• 13,4 mln US consumers watch + 3,5u mobile video/month
• Same experience on mobile „as‟ online
• Mobile video ad inventory offers innovative options beyond just the banner
• Mobile video ads “beat” online video ads in every measure:• 8x higher increase in purchase intent• Audience is smaller than online, but engagement and efficiency is the best of any digital media
• Highest recall rate (55%)
23/03/2010: Nielsen A2/M2 Three Screen Report
Mobile videoState of Mobile video
11[Cisco] – Global mobile data traffic forecast 2009-2014
Belgian Mobile Internet will triple in the next 5 years -> 28% in 2015
• Mobile data traffic will double every year through 2014• Increasing 39 times between 2009 and 2014• 66% of the world's mobile data traffic will be video by 2014• Overall mobile data traffic is expected to grow to 3.6 Exabytes (3,6 bln GB) per month by 2014
Mobile video
12Morgan Stanley The Mobile
Internet Report • 15.12.2009
Mobile video
• One of the biggest differences with PC users
• We can know where you are define the context show
relevant information
LBS
© The Reference
Location Based Services
The Reference
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iPhone branded apps
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Consumers
Bro
ws
ing
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Discovery Delivery Usage
Consumers
Ap
p S
tore
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Discovery Delivery Usage
• Operator mobile portal or
direct address entry
e.g. http://m.flair.be
• Mobile search
e.g. http://m.google.com
• Mobile application
store on the handset
e.g. iTunes app store
• Operator portal
• Browse PC Web site
• Download
over the air [3G, Wifi]
• Download to PC,
then onto the phone via a
cable
Source : based on Forrester Research April
2009 summaries for Sanoma Magazines
Belgium
• Mobile Web browser built in
to the handsets
• Mobile Web browser built in
to the handsets
App store versus Mobile Browsing• What’s the difference? Application stores versus Mobile Surfing
WHAT
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
AgendaWHY
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° Mobile ad campaign norms 5x more
effective than online norms° Effective advertising medium° Mobile Internet campaigns resulted
in 9% points for aided & unaided awareness & 24% points for ad awareness
° Mobile <> Online• Product Purchase 3x higher• Entertainment purchase intent
4• Travel purchase intent effect 5• Technology purchase intent 7• Advantage over online when it
comes to the engagement people have with the device/environment ads are being served in
05/02/10 : Mobile ad campaigns 5 times more effective than online by InsightExpress http://ow.ly/14fA0
Why should you go mobile?WHY
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Average click through rates for Mobile advertisements on m.humo.be in 2009 are 6 times higher than for online advertisements
Click through rates Mobile Advertising 2009
Medium rectangle Banner
Source: AIMIA 6th conference on the Future of Digital Advertising
Source: Sanoma Mobile Belgium data 2009
96% of SMS are read within 20 minutes
• Response Mobile: 3 - 7%
• Conversion Mobile: 10 - 20%
Mobile advertising more successful than internet advertising
WHY
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• Different media are used at different time slots for different purposes
• Sanoma has access to 3 channels: Print, Internet & Mobile
• The combination of these 3 channels provide full coverage of the information reading
time slots
7-9 am
Mobility Office
1-2 pm 8-9 pm
Evening WEOffice Mobility
TV
Radio
Internet
Mobile
9am -1pm 2-7pm 7-8 pm 9-10 pm
Increasing fragmentation of places and times for information reading
Extending to new medias allows to adapt to consumers’ new lifestyle
WHY
Sanoma Mobile Belgium 2009
20Source : Comscore – Webdevelopersnotes – Marketingcharts – AdMob Metrics – Tomi Ahonen • March 2010
WHY
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WHY
Bron: Comscore – Webdevelopersnotes – Marketingcharts –AdMob Metrics – Tomi Ahonen
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WHYNumber of mobiles for 100 people
Bron: Comscore – Webdevelopersnotes – Marketingcharts –AdMob Metrics – Tomi Ahonen
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
AgendaHOW
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According to App store metrics dd 29.04.2010 : +191.000 apps on US-store. On 15.01.2010 « only» 133.979.
iPhone fastest growth IN HISTORYHOW
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° Twitter : Carole Lamarque [@caroberry] 04/03/10 06:44[Market Share] • Mobile Browser market share map http://bit.ly/cGACyr
Popularity of mobile
browsers per country
Apple’s dominance
is clear
What about the US
market shares?
Android has a ground
in UK & US
HOW
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Morgan Stanley The MobileInternet Report • 15.12.2009
The technology sector is gaining vs. Telco as the mobile Internet market develops & a large portion of incremental profits go to companies that drive innovation & gain scale
Print media hail iPad’s potentialHOW
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Purpose: What will tablets be used for?HOW
12/04/10 • IAB UK • http://www.iabuk.net
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Location: Where will they be used?HOW
12/04/10 • IAB UK • http://www.iabuk.net
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Marketing: Opportunities for brands?HOW
12/04/10 • IAB UK • http://www.iabuk.net
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
AgendaTODAY
• Mobile Internet is used when:
– 54%: “when they have to wait”
– 33%: at home, in their free time
– 31%: during public transport
DESKTOP WEBSITE
MOBILE WEBSITE
Bed surfing Wake up / Traffic jam surfingBus/Tram/Train
waiting
Lunch surfing TV surfing Bed surfing
• 18%: at work
• 13%: in the car
• 10% always and everywhere
When do Belgians surf?TODAY
The Reference
Belgian figures
Forrester Research
TODAYMobile adoption and sales forecast
Forrester Research
TODAYMobile adoption and sales forecast
Mobile internet penetration
Forrester Research
TODAYMobile adoption and sales forecast
TODAY
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Morgan Stanley The MobileInternet Report • 15.12.2009
TODAY
37http://ow.ly/1evEP
Android grows, iPhone notTODAY
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TODAYAndroid passes iPhone Web Traffic in U.S.
27/04/2010: Admob Mobile Metrics
TODAY
TODAY
TODAY
TODAY
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TODAY
30/03/10:How are mobile phones changing social media
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TODAY
30/03/10:How are mobile phones changing social media
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TODAY
30/03/10:How are mobile phones changing social media
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TODAY
30/03/10:How are mobile phones changing social media
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
AgendaWHO
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iPod touch is particularly popular among younger users
2/3 iPod touch owners are now under 17
24/03/10: iPhone Age Segmentations & Comparison: Say hello to the i[Phone] generation
WHOiPhone Age Segmentations & Comparison
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WHO
° Twitter : Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Quarterly US study
5050° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Mobile phone users go quicker online than online users to be part of a community
WHO
5151° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Men use their mobile phones more than womenWHO
5252
WHO
° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Women are more likely to entertain others/share with others
5353° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Youth uses mobile phones to personally expressWHO
5454
WHO
° Twitter: Carole Lamarque [@caroberry] 28/02/10 http://ow.ly/1c7wf
Seniors use their mobile phones to educate
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1. What’s mobile marketing
2. Why advertising on mobile
3. How big is the market
4. Mobile today
5. Who: Segmentation
6. Conclusion
AgendaCONCLUSION
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BBC (Erik Huggers): “Future of Media & Technology”:2012 Olympics: Broadcasting on 3 platforms: tv – web – online
Blackberry (Mike Lazaridis):Respect of operators networks against “capacity crunch”
Google (Eric Schmidt): “Mobile in the heart of the internet”
CONCLUSION
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Carole Lamarque
http://be.linkedin.com/in/carolelamarque
http://twitter.com/caroberry
Questions